YO! Sushi appoints its first creative brand director

For the first time ever, YO! Sushi has appointed a creative brand director. But why?

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Liz Norris, who will be taking up the position, has been tasked with driving growth for the sushi company, both in the UK and internationally. This is surely an environment in which Norris will flourish given that she has worked in both markets in a range of sectors, from hospitality to retail.

This follows on from YO! Sushi’s equity owners, Quilvest, looking for a buyer for the chain, which has been valued at £120m. It has also been said that she’s been given scope to change brand perception ahead of the sale.

She will be joining the company on 5 January and will report straight to CEO Vanessa Hall.

Hall said: “We want to take a different approach to how we increase our share of voice and awareness. Liz’s creativity, sense of fun and energy makes her ideally placed to take up the role as our first creative brand director.

“This is an exciting development for YO! Sushi. Liz’s experience and expertise will support us in driving the growth strategy by further building YO! Sushi’s lifestyle credentials and attracting more guests, both in the UK and internationally, to become YO! Sushi lovers.”